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MarTech Barometer – Q2 2019 Market Review

By Rosemary Fallowfield 16 Jul 2019

Welcome to the Q2 2019 edition of the MarTech Barometer – Results International’s market update for the global marketing technology sector.

Highlights in the quarter:

  • Consolidation in marketing automation led by Private Equity (PE):
    • Following its acquisitions of Liveclicker and Sailthru in Q1, Insight Partners-backed CM Group, continued to build a portfolio of customer-focused email and multi-channel technologies. It announced the acquisition of London-based cross-channel marketing platform, Vuture, and $410m Private Equity funding to support future acquisitions.
    • US-PE house, Centerbridge, confirmed its $500m acquisition of IBM’s Watson marketing and commerce software
    • Accel-KKR-backed SugarCRM acquired marketing automation platform, Salesfusion, to create a fully integrated sales and CRM solution
    • Publicly-listed software business Upland similarly continues its buy-and-build strategy, adding to its ten acquisitions in the past ten quarters by acquiring Kapost (content marketing platform) and PostUp (email marketing and audience development) to strengthen its Customer Experience Management solution.
  • Identity resolution and single customer view are pre-requisites to omnichannel marketing: following notable CDP activity in Q1, this quarter also saw buyers that would not traditionally invest in the marketing technology space, but which have access to diversified data sets. LinkedIn spent $300m on AI-driven digital identity management solution, Drawbridge, and Dun & Bradstreet acquired AI-powered CDP, Lattice Engines. Notable fundraising from Tealium and Segment (both CDPs), which raised $55m and $175m respectively.
  • Connected TV (CTV) continued to gain traction: Taptica (parent company of Tremor Video and RhythmOne) rebranded to Tremor International, leveraging Tremor Video’s associated brand value to address the growing opportunity in the advanced TV space. Simulmedia, US-based TV ad buying platform, raised $29m to drive R&D, as it connects to more inventory beyond linear advertising and builds out complementary capabilities to CTV DSPs.

The martech and adtech sectors remain active and the outlook is exciting. As such, now is a good time to be contemplating fundraising, exit or growth through acquisition in the martech or adtech space – if you are, please do get in touch.

Rosemary Fallowfield


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